The cluster has identified its brand name (Salfit house of Furniture).  As the cluster believes that in the long term, Salfit could market itself with its original name, after all, there are lots of European, American and Chinese products but a Palestine-made product sounds rare, unique. Therefore, with a long-term plan, Salfit could have a longer time to invest into branding and marketing, to create the desired perceptions in the minds of consumers.